![]() ![]() The news was reported in breathless coverage, with the urgency of impending doom. In August-September 2021, the most covered news item across the globe is the “humiliating” withdrawal of American troops from Afghanistan. When the media lets us know that Justin Trudeau is a charming, 6ft2 man with auburn hair who loves sharply cut suits and is socially progressive (as opposed to focussing on allegations of corruption and judicial interference), this is attribute salience (or second-level agenda-setting) where we are being told how to think about him. Second-Level Agenda Setting – This is the process through which the media attempts to influence how people think about certain issues, having already articulated what to think about in the first level.įor instance, if the media reports more frequently on Justin Trudeau compared to other Canadian or world leaders, it is object salience or first-level agenda-setting.Thus, the more the media reports on a particular issue, the greater its “object salience”. Salience refers to its impotence relative to other objects. An object in agenda setting theory is the thing towards which our attention is directed. First-Level Agenda Setting – This is the process through which the media filters events as being worthy of being reported. ![]() McCombs and Shaw (1972) in their formulation defined two levels of agenda setting by the mass media: Media Gives Topics Importance: The more the media reports on a certain issue, the more likely is the public to perceive that particular issue as being of greater importance than others.Media Controls Reality: The mainstream media does not report the “reality”, it only acts as a filter allowing some aspects of the “reality” to reach their audience while blocking others.Agenda Setting Definitionįirst proposed in 1972 by Maxwell McCombs and Donald Shaw, professors at the University of North Carolina, the agenda-setting theory has 2 core assumptions: Its application in the 21 st century has allowed us to discern the biases inherent in seemingly neutral and decentralized social media platforms such as Twitter and Facebook and how they influence our lives. This does not mean that the agenda-setting theory is not relevant to our times. To us today, who get a large chunk of our news from decentralized platforms such as Twitter, Facebook, or YouTube, which undermines the ability of mainstream media to set the agenda. Getting news onto TV or the newspapers was a way of giving authenticity and importance to an issue. In the 1970s and 80s, when, the newspapers and television outlets had a lot of control over what was considered the important topics of the day. Related: A to Z List of Mass Communication Theories Agenda Setting Theory (Explained!)
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